850K 170K

Over 1 MILLION People

85% 15%

Farmers Network Informal social networks exist within rural communities

Video provides…

• Resource-savings: human, cost, time;

• Accessibility for non-literate farmers

Digital Video for Extension

Communities

Partners Mobilize

Front-line workers of public, private, and civil society organizations bring farmers together as groups

1K

Communities

Partners

Digital Amplification Produce and share locally relevant agricultural videos informed by farmer feedback and usage data

Over 300 videos

7 languages

100k screenings

Over 170k viewers

54% adoption rate

Digital Green Analytics: Online, publically-available data dashboards display information captured by COCO relate to videos produced,

disseminations and adoptions

analytics.digitalgreen.org

Why Ethiopia? • Robust agriculture & health extension structure includes 60,000 front-

line workers (called DAs; development agents); extension exists in each district of the country

• MoANR’s agricultural extension directorate recognized value of data available through the data management platform (COCO) – farmers being reached; farmers adopting practices during pilots

• MoANR invited Digital Green to embed the “video-based approach“ directly into the MoANR’s national, public extension structure; Increased our reach from 3 districts across 3 regions to 29 districts across 4 regions during the first year of scale-up; Currently implementing across 68 districts

Taking the video-based approach pilot to scale in Ethiopia

• Support from the MoANR’s Extension Directorate led to creation of Project Management Committee; Regional Technical Advisory Committees

• Saw value in the approach to further strengthen pre-existing extension structure due to quantitative data (farmer adoptions of practices shown) and farmer feedback

• Showcased how pilot could be adapted for scale – IFPRI study

• India visit to better understand how the GoI is embedding the approach

Video production featuring a female farmer and a front-line worker showcasing potato production

Driving for excellence in design • On a Federal level, MoANR leads

the process of embedding the approach into their pre-existing extension structures

• MoANR financially resourcing for equipment (pico projectors, cameras) for further scale-up

• RBoAs held accountable for targets; reviews data including farmer feedback to help iterate content, program as a whole

The State Minister for Agriculture and the Extension Director General reviewing the process of entering video-centric data on a mobile phone of a front-line worker

Communities

Partners

Agriculture video sharing Nutrition video sharing Mobile/IVR services Radio

Radio broadcasts and mobile services reinforce agriculture and nutrition messaging and widen network

20K nutrition video viewers

400K radio listeners

15k mobile/IVR users

Digital Integration

Thank You!

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